CASE STUDY: Visit Charlottesville
Maximizing Budget Through Dynamic Search
About
- The Charlottesville Albemarle Convention & Visitors Bureau is the official destination marketing and management organization for Charlottesville and Albemarle County and promotes the region to attract visitors and encourage overnight stays.
Challenge
- Utilize search as a full-funnel approach without the help of other digital tactics such as display, social, or video.
Approach
- Leveraged state and local travel trends and seasonality to develop a media plan.
- Implemented a dynamic search campaign specific to their visitor profile and website, prioritizing content and KPIs that indicate engagement and visitation.
- Tested new channels, markets, and messaging, while taking a “do more with less” approach.
Results
Overall CTRs and CPCs outperformed the industry by 2x
CPC was
0
%
above the industry standard.
CTR was
0
%
lower CPL YoY.
0
%
lift in Travel Guide Downloads and Email Signups YoY
